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The analyzing process of the qualitative market research follows the iterative access through hermeneutics. Hermeneutic means the study of cognition; to meaningful interpret a phenomenon in a certain context and to decode and reconstruct it thus to understand the meaning (Knassmueller & Vettori 2007). A very important instrument to continually approach the meaning is the hermeneutic circle. It characterizes the process of comprehension based on previous knowledge. Through an iterative process of formation and examination of assumptions about the text, modification and advancement of this knowledge shall be reached (Heidegger 1927/1995). General knowledge and theoretical expectations will serve as orientation and shall increase the awareness of relevant aspects (Witzel1982). Due to the professional background of the researcher, through ex-ante secondary research and conversations with CREDP project colleagues, a certain necessary market understanding was assured. To reach cognition, a combined deductive-inductive approach was used. In literature this method is also called qualitative content analysis (Mayring 2000). First, in a deductive step, already known theoretical concepts were identified and summarized in a preliminary category scheme. This categorization by stakeholders of the Caribbean solar market was done in chapter 2.2 and by establishing corresponding frameworks for solar water heater and photovoltaic technologies under 2.2.1 and 2.2.2, displayed below. Thereafter, this starting scheme was expanded step by step with the help of the gathered information in an inductive process until all elements of the qualitative data material were allocated in the category scheme. Frameworks for a market establishment can be found under chapter 5.1 and 6.1. By the gradual adaption based on the empirical information, new insights and findings were gained and thus amended frameworks for a successful market penetration are illustrated under chapter 5.3 and 6.3. This method postulates openness – the willingness to rethink and adapt already existing concepts (Srnka 2007). Solar Water Heater Framework Photovoltaic Framework Methodology 23PDF Image | CARIBBEAN RENEWABLE ENERGY DEVELOPMENT PROGRAMME
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